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| Title: | 跨文化消費者於社群媒體線上購買行為差異（以台法消費者為例）
Studying of Social Media Users Social Commerce Behavior In Terms Of Culture Difference: The Case Of French & Taiwanese users |
| Authors: | 曾毓
Yu, Tseng |
| Contributors: | 吳文傑
Wu, Jack
曾毓
Yu, Tseng |
| Keywords: | 線上購物
社群商務
社會媒體行銷
線上行為
文化差異
online shopping
social commerce
social media marketing
online behavior
cultural difference |
| Date: | 2020 |
| Issue Date: | 2020-08-03 17:46:06 (UTC+8) |
| Abstract: | During the past decade, Information technology has drastically transformed the way how people interact and communicate with each other. There’s a new era of social media which constantly shaping abundant communities without geographical boundaries which can also bridge the connection or transaction among the business like E-commerce platform, which also known as Social-commerce. This research is aiming to discover how social media becomes one of the channels that enterprises choose to build the relation with customers and in what extent of difference in terms of online purchase intentions and the cultural difference. It is believed that social media facilitates social interaction among customers, leading to more opportunities to buy. This study offers literature review to explain the concept of social commerce, the application of Hofstede’s culture dimension theory and the findings after conducting semi-constructive interview with French and Taiwanese to see the difference when comes to online purchase intentions with the possible factors that might affect the results. While further analyzing the possible causations, interestingly, we found that because of the rise of digitalization and globalization, the cultural difference in this studies was not a significantly impact on consumer behavior. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
107933014 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107933014 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202001083 |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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| 301401.pdf | | 1596Kb | Adobe PDF2 | 54 | View/Open |
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